Google Beats Microsoft in Video Battle for Email

When Having YouTube on Your Side Is a Big Advantage

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Microsoft and Google took their battle for your email account to YouTube last month with their competing "Gmail Man" and "Email Intervention" videos. But several weeks online, it's looking like Microsoft brought a knife to a gun fight: Google's video, which doesn't mention Microsoft by name, is in the lead, and last week landed on the Viral Chart at No. 10.

Microsoft's "Gmail Man" is a blunt attempt to stir up misgivings about Gmail by reminding everyone that Google mines the content of your messages to target advertising. ("Hey, are you looking at our mail? Heh, heh, heh, no, I'm looking at everyone's mail.") Google's "Email Intervention" doesn't mention Microsoft (or Hotmail or Earthlink or AOL) by name, but pokes fun at "outdated" addresses and encourages users to send an "email intervention" to a friend. So far, 774,811 have been sent.

Uploaded a week apart in July, Google is leading 900,000 views to Microsoft's 770,000, according to Visible Measures. That shouldn't surprise anyone: Google is easily the most prolific tech brand on the Viral Chart and has plenty of hits under its belt for Chrome, Google+, Android, Chromebook, Instant Search, etc. Microsoft is no slouch either with viral hits for Xbox and Bing, but Google puts YouTube first in its strategy, and it shows. Its first TV ad, for example, started out on YouTube.

Another notable newcomer to the chart this week is Nokia, with "Gulp," a clever stop-motion video ad shot entirely on a Nokia N8 phone. The campaign, at No. 3 on the chart, also includes a making-of video and follows Nokia's last chart entry, "World's Quickest Ad" for the N9.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Old Spice New Old Spice Guy Fabio Wieden & Kennedy 169,7020 -90% Old Spice: New Old Spice Guy Fabio
2 5 Evian Live Young BETC Euro RSCG 1,130,953 -37% Evian: Live Young
3 New Nokia Gulp Sumo Science 734,954 New Nokia: Gulp
4 7 Blendtec Will it Blend? In-House 678,989 -25% Blendtec: Will it Blend?
5 8 Heineken The Date Wieden + Kennedy 668,644 -26% Heineken: The Date
6 2 Intel,Toshiba Inside Pereira & O' Dell 647078 -81% Intel, Toshiba: Inside
7 6 Dirt Devil You Know When It's the Devil Filmakademie Baden-Wirttemberg 641,233 -64% Dirt Devil: You Know When It's the Devil
8 New Asics Shedding Vitro 533,576 New Asics: Shedding
9 New Garnier Fructis Anti-Dandruff Shampoo Publicis & Hal Riney 479,722 New Garnier-Fructris Anti-Dandruff Shampoo
10 New Google Email Intervention NA 427,734 New Email Intervention
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